Details

Subject(s)

• Marketing research [Browse]

Author

• Priporas, Constantinos-Vasilios [Browse]

Series

• Marketing strategy collection. [More in this series]
• Marketing strategy collection, 2150-9662 [More in this series]

Summary note

The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature and especially the philosophy of the market-driven organization. Market sensing can be considered an expression of a company's capabilities to scan the external environment. It does this by using real time data and intelligence to understand business or uncertain changes, to meet the current and future needs of the market, increase customer value, and outperform competitors. Market sensing enables managers to resist complacency, as well as to exploit opportunities and to design appropriate competitive strategies in order to remain successful in today's uncertain, rapidly changing, and hypercompetitive market. The present volume, Market Sensing Today, is essential reading in the marketing discipline, given the rapidly escalating innovative developments in market sensing techniques. This book of essays by acknowledged experts in the field fills an important knowledge gap and provides a realistic basis for strategy. It is replete with real-life examples of market sensing that illustrate actionable ideas for immediate impact that will improve organizational learning and accelerate growth. This book of contemporary tested and comprehensive concepts and methods grounded in diverse and rich experience is intended to stimulate creativity and insightful approaches for educators offering courses in strategy as well as for practitioners involved in crucial strategic decision making.

Notes

Bibliographic Level Mode of Issuance: Monograph

Bibliographic references

Includes bibliographical references and index.

Source of description

Title from PDF title page (viewed on August 6, 2015).

Language note

English

Contents

• 1. Continuities in market sensing theory / Melvin Prince and Constantinos-Vasilios Priporas
• 2. Rethinking competitive analysis from a market sensing perspective / Dilip S. Mutum, Bang Nguyen, and T.C. Melewar
• 3. Market sensing and competitive intelligence / Son K. Lam
• 4. Market sensing and sense making using unstructured big data / Jerry Wind and Vincent Schiavone
• 5. A strategic tool for market sensing: ZMET / James Forr, Alan Creedy, and Joseph Plummer
• 6. Market sensing in practice with Google / Subroto Roy
• 7. Market sensing, mind genomics, and health promotion / Gillie Gabay, Michael L. Kochman, and Howard Moskowitz
• 8. Old good ideas can re-emerge with the new technology and imagination: lessons from the history of market sensing / Vincent Barabba
• Index.

Show 6 more Contents items

ISBN

1-60649-977-7

OCLC

954631810

Statement on language in description

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